For client: Rock and Roll Hall of Fame and Museum

Industry: Music/Non-Profit

The client wanted: To build a strong membership base for the Rock and Roll Hall of Fame — tapping into the emotion of prospective members, whose demographic is mainly middle-aged.

The Writers Unit: Came up with the theme "Tell Your Kids" which emphasizes a personal history of rock and roll that speaks to this demographic. Named sweepstakes prize "The Golden Rocks."